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Meeting place for the Catalan agri-food sector
Over 350 agri-food companies and sector agents attended the first #CatalanFood Forum, a sectoral event that Prodeca, the agency that promotes Catalan food, organises at l'Espai Bital in L'Hospitalet de Llobregat.
With the title 'From volume to value', the meeting focused on product positioning as its thematic axis and experts gave their insight on how to better understand the current and future market, particularly in terms of trade, internationalisation and competitiveness.
Agri-food, driver of the Catalan economy
Prodeca and ACCIÓ launched the report that the two entities have jointly drafted on the sector and its capacity for internationalisation at the first #CatalanFood Forum. “Competitiveness and internationalisation in the Catalan agri-food sector" is a snapshot of one of the most economically dynamic sectors in Catalonia.
With an introduction by Ramon Sentmartí, the Managing Director of Prodeca, and Joan Romero, the CEO of ACCIÓ, the study measures the significance of the sector to the Catalan economy as a whole.
A seminar to contribute to selling with more value
In the second part of the meeting, Kantar World Panel food specialist Joan Riera and Mercabarna general director Josep Tejedo explained consumer trends in relation to consumers and distribution channels with a view to improving our understanding of consumers in 2020. Dr Beatriu Soler, a lecturer in Marketing and Sales from ESADE Business School, analysed cases of companies that set themselves apart on the market and showed how all products are differentiable, and professor of Financial Economics at Pompeu Fabra University, Oriol Amat, gave a presentation on the characteristics of Catalan agri-food companies with high growth. The last speaker, brand identity expert Andy Stalman, addressed the importance of brand building, before Regional Minister of Agriculture, Livestock, Fisheries and Food, Teresa Jordà, concluded the event with an overview of the Regional Ministry's agri-food sector strategy.
Complementary materials from the seminar
A video summary of the event and a video summary of the specialist presentations are available on this website. You can read the Mapping that Prodeca and ACCIÓ presented here.